2021 Brand Experience & Activation

RENAULT - VILLAGE ELECTRIQUE

Short List
TitleRENAULT - VILLAGE ELECTRIQUE
BrandRENAULT
Product/ServiceRENAULT ZOE
Category G08. Market Disruption
Entrant PUBLICIS CONSEIL Paris, FRANCE
Idea Creation PUBLICIS CONSEIL Paris, FRANCE
Media Placement OMD FRANCE Paris, FRANCE
PR OMD FRANCE Paris, FRANCE
Production BIG PRODUCTIONS Paris, FRANCE
Additional Company RENAULT Paris, FRANCE
Credits
Name Company Position
Marco Venturelli PUBLICIS CONSEIL CEO & CCO
Laurent Diot Renault France Chief Marketing Officer
Carine Gailliez Renault France Advertising & Media Director
Angélique Joniaux Renault France Advertising & Brand Activations Manager
Sylvie Baptista Renault France EV Contact Manager
Jean-Baptiste Calvani Renault France Project Manager Junior
Marcelo Vergara PUBLICIS CONSEIL Executive Creative Director
Guillaume Sabbagh PUBLICIS CONSEIL Copywriter
Corentin Salignat PUBLICIS CONSEIL Copywriter
Marine Badel PUBLICIS CONSEIL Art Direction
Guillaume Foskolos PUBLICIS CONSEIL Account Director
Gaëlle Morvan PUBLICIS CONSEIL Account Manager
Laurent Enet PUBLICIS CONSEIL Account Manager
Margot Zandonella PUBLICIS CONSEIL Account Manager
Didier Tavares PUBLICIS CONSEIL Strategic Planning
Jérôme Goldman PUBLICIS CONSEIL Digital Manager
Laura Ceylan PUBLICIS CONSEIL Digital Manager
Nelly Cohen PUBLICIS CONSEIL TV Producer
Claire Diot PUBLICIS CONSEIL Process Manager
Emmanuel Le Ber BIG Director
Emmanuel Bernard BIG Chief Operator/DOP
Pierre Rambaldi BIG Producer
Nicolas Avram BIG Production Director
Natacha Dolard BIG Post-Production Director
Vincent Renonciat OMD Account Director
Bertrand Nadeau OMD Managing Director Fuse France
Barbara Fleury OMD Account Manager

Why is this work relevant for Brand Experience & Activation?

Renault turned a city into a campaign, by creating the first ever 100% electric vehicles city in the world.

Background

Over the last years, the automotive industry almost spent a billion euros trying to sell electric cars. Even though people all agree the future belongs to electric cars, only 7% are ready to buy one today. The remaining 93% still think they need more autonomy, infrastructures or to leave in a big city to switch to electric. As the leader in electric, Renault had to find a new way to prove them wrong and convince them that switching to electric is possible now and everywhere.

Describe the creative idea (20% of vote)

To prove them wrong, Renault created the first 100% EV City. Where? In Appy. The remotest town in France. Because if it's possible here, it's possible everywhere. So, we brought an all-electric Renault ZOE to replace every single inhabitants’ car for 3 years. And voilà, we proved a 100% electric world is possible by showing that nothing changed in their life.

Describe the strategy (20% of vote)

If switching to all-electric in the remotest town in France is possible, then it’s possible everywhere. So, by turning Appy into the first-ever 100% electric vehicles city, we showed to the whole world that switching to electric is accessible for everyone, and everywhere.

Describe the execution (30% of vote)

If switching to all-electric in the remotest town in France is possible, then it’s possible everywhere. So, by turning Appy into the first-ever 100% electric vehicles city, we showed to the whole world that switching to electric is accessible for everyone, and everywhere.

List the results (30% of vote)

Journalists started to talk about the campaign more than 1 month before the launch of the campaign generating 400.000€ of earned media. After we launched the campaign, broadcasted our documentary online and on TV, we reached 1.000.000€ of earned media and 63.000.000 views for 29.000.000 impressions. one year after the launch of the campaign, Renault increased its ZOE’s sales by 50% and officially became the best E.V. seller in Europe. Oh, and by the way, Appy inhabitants saved 7 000 litres of gas and 10 tons of CO2.

Please tell us how disruption in your market inspired the work

We could have done another commercial or spent another million to promote electric vehicles, like any other brand. But instead, we decided to replace the 11 cars of the 25 inhabitants of the remotest town in France to create the first 100% electric vehicles city. And this campaign had the best results ever. Like never before.